Sometimes it can be hard to find a way to squeeze chocolate into every meal. But the Dutch have been doing it all along, sprinkling their morning toast with chocolate since day 1. A tradition that started back in 17th Century Amsterdam has been kicked up a notch by creative team Vos&Len. So, leave the Nutella at the kids’ table and step up your game with Hagelswag: damn fine chocolate on bread. – words by Nubi Magazine.

Legend has it, a chocolate maker called Gerbrand Slag was probably the most famous chocolatier in Amsterdam in the 17th century. Due to the Spanish occupation, Amsterdam was the most important harbor for cacao trade worldwide. In those days, cacao was a luxury product, mostly consumed as a hot beverage. But Gerbrand Slag was no ordinary chocolate maker, he was the most talented and most ambitious chocolatier – in retrospect, he was a visionary. Gerbrand did what no one had done before, he made a chocolate product for everyday use: hagelslag – chocolate sprinkles on bread.

But with his invention came the scorn of his fellow chocolate makers. They weren’t looking for innovation and a product for every simple man. Criticizing the stubbornness of the Dutch he packed his bags, made a large batch of hagelslag and set sail to New Amsterdam, which later became known as the city of New York. But his bad luck didn’t stay behind; with the shore of the Promised Land in sight his ship – The Prince Maurits - sank. Gerbrand survived but the hagelslag did not. And that’s why the world knows our beers and our cheeses but not our beloved chocolate sprinkles on bread.

The story of Gebrand Slag inspired us and sent us on a mission:

We want to finish what he started, and spread the Dutch tradition of chocolate for breakfast with the rest of the world.